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| Research on the Influence Mechanism of Virtual Brand Community Climate on Customer Loyalty |
| DONG Xuebing，CHANG Yaping，XIAO Lin |
| 1. Shanghai University, Shanghai, China; 2. Huazhong University of Science and Technology, Wuhan, China; 3. Wuhan Textile University, Wuhan, China |
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Abstract Virtual brand community is increasingly becoming enterprise’s important battlefield to maintain old customers, develop new customers and carry out brand construction. Based on the theory of community identity, this research explored the influence mechanism of virtual brand community climate on customer loyalty through consumer brand community identification-cognitive identification and affective identification. This research selected 480 community members as research target for empirical research. This research indicated that virtual brand community climate can be described by five dimensions: freedom, rewarding, sharing, supporting and innovation. Among them, rewarding and sharing have significant influence on customer loyalty partially mediated by brand community cognitive identification. Supporting has significant influence on customer loyalty fully mediated by brand community affective identification. Innovation has significant influence on customer loyalty partially mediated by brand community affective identification.
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Received: 19 September 2017
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